Good Boy Studios

Name

Good Boy Studios

Legal name

Good Boy Studios, Inc.

Website

https://goodboystudios.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pet Audience Data and Marketing Platform

NAICS

Pet and Pet Supplies Retailers (45991), Pet Care (except Veterinary) Services (81291)

akta.pro primary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

akta.pro secondary industries

Pet Care & Pet Services Platforms (Sitting, Walking, Grooming) (BPAMAHAI), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)

Keywords

• Pet audience data
• Audience targeting platform
• Pet identity graph
• Consumer mobile apps
• Shopify pet analytics

Headquarters

HQ city

Stamford

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Data Monetization via LiveRamp Marketplace: Recurring revenue from licensing 586 Pet Demographics® audience segments to brand marketers and agencies through the LiveRamp Data Marketplace for omnichannel activation. Transaction-based marketplace economics with recurring brand subscriptions.
2. Branded Sponsored In-App Contests: Sponsored contests and sampling programs within Pet Parade and PetStar where pet brands (e.g., Nestlé Purina, Earth Animal, Stella & Chewy's) pay to reach and engage verified pet-parent audiences, generating advertising-style revenue.
3. Enterprise Audience & Insights Deals: Direct enterprise contracts with major pet brands (Nestlé Purina multi-phase strategic digital partnership, Mars Pet Care, Zoetis) for custom audience targeting, insights, and multi-phase strategic partnerships. Quote-based, recurring.
4. Petlytics Subscription on Shopify: Recurring SaaS subscription revenue from Petlytics installed by Shopify-based pet retailers for pet-centric analytics, CRM, and loyalty. Self-serve PLG funnel.

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels6 records

Core offering

Good Boy Studios builds and licenses the Pet Demographics® Audience Platform, a pet-vertical audience-targeting platform that lets pet brands plan, buy, and activate campaigns against 586 audience segments built on a first-party Pet Identity Graph™ of 11.5 million verified pets. The platform is fueled by two consumer mobile apps, Pet Parade® and PetStar™, and by Petlytics™, a Shopify app that captures first-party pet data on pet-retailer sites, with audience data also distributed through the LiveRamp Data Marketplace.

Product overview

Good Boy Studios operates a platform-plus-modules architecture centered on its patent-pending Pet Demographics® Audience Platform, which is underpinned by verified first-party pet-parent data and the company's stated Pet Identity Graph™ vision. The core platform is complemented by two consumer-facing mobile apps — Pet Parade® and PetStar® — that act as primary data collection and engagement surfaces (Pet Parade® for sharing pet stories/photos and driving online and in-store sales, PetStar® as an additional engagement app), and by Petlytics™, a Shopify-distributed add-on module that lets pet retailers collect first-party pet profile data (email, pet name, birthday, photo) from their own e-commerce sites. Together, the two mobile apps and Petlytics™ feed first-party pet-parent data into the Pet Demographics® Audience Platform, whose 586 audience segments are then monetized either directly with pet brands (Nestlé Purina, Mars Pet Care, Zoetis, etc.) or via the LiveRamp Data Marketplace.

Differentiator

Problem solved

Functional benefit

Brands

• Pet Parade®: Mobile app and the original product of Good Boy Studios, positioned as a social/engagement app for verified pet parents; also used as a sales-driving channel for partner brands.
• PetStar™
• Petlytics™
• Pet Demographics® Audience Platform

Products and services

• Pet Demographics® Audience Platform Patent-pending, vertical audience-targeting platform that lets pet brands plan, buy, and activate campaigns against 586 pet-centric audience segments (breed, size, age, health, lifestyle, food) built on a first-party Pet Identity Graph™ of 11.5 million verified pets. Sold to enterprise pet brands and activated programmatically via the LiveRamp Data Marketplace.
• Pet Parade® Free consumer mobile app (Apple App Store and Google Play) where pet parents create verified pet profiles, share pet stories, photos, and videos, and engage with sponsored brand contests; functions as a primary first-party data surface and a marketing channel that drives online and in-store pet-product sales.
• PetStar™
• Petlytics™ Shopify-distributed app for pet retailers that captures email subscriptions, pet names, birthdays, and photos directly from pet-store e-commerce sites, feeding first-party pet profile data into the Pet Demographics® Audience Platform and providing pet-centric analytics and loyalty/CRM functionality.

Quantifiable outcome

• 11.5 million verified pets / pet parents in the proprietary Pet Identity Graph
• +3 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• LiveRampflagshipTechnology or Integration · 15 November 2021Good Boy Studios partnered with LiveRamp to make its Pet Demographics® audience data available on the LiveRamp Data Marketplace, enabling brand marketers and agencies to activate 586 pet-centric audience segments across programmatic and omnichannel channels. Announced November 15, 2021.
• Nestlé PurinaflagshipStrategic or Co-development Partner · 15 April 2020Multi-phase strategic digital partnership announced April 15, 2020 connecting Nestlé Purina with pet parents across Purina's full digital ecosystem via the Pet Demographics® Audience Platform.
• Earth AnimalcoreStrategic or Co-development Partner · 26 February 2020Innovative sampling program partnership announced February 26, 2020 enabling Earth Animal to deliver product samples directly to verified pet parents through the Good Boy Studios platform.
• Stella & Chewy'scoreGTM or Marketing Partner · 15 November 2019Brand partnership announced November 15, 2019, marked as Good Boy Studios' 50th brand partnership milestone, used to reach verified pet-parent audiences for premium pet food marketing.
• Mars Pet CarecoreGTM or Marketing PartnerFeatured brand partner running campaigns on the Pet Demographics® platform to reach verified pet-parent households across Mars Pet Care's portfolio.
• ZoetiscoreGTM or Marketing PartnerFeatured brand partner in the animal-health vertical, using the Pet Demographics® platform for pet-owner audience activation.
• FriskiesminorGTM or Marketing PartnerFeatured brand partner running marketing campaigns via the Pet Demographics® platform.
• KitNipBoxminorGTM or Marketing PartnerFeatured brand partner targeting cat-owner audiences via in-app sponsored activity on the Good Boy Studios platform.
• VetPetBoxminorGTM or Marketing PartnerFeatured brand partner running subscription-box campaigns against verified pet-parent audiences.
• Honest PawsminorGTM or Marketing PartnerFeatured brand partner activating CBD/wellness offers to verified pet-parent audiences.
• EmbarkminorGTM or Marketing PartnerFeatured brand partner in pet DNA testing, leveraging the Pet Demographics® platform for customer acquisition by breed and age.
• Just RightminorGTM or Marketing PartnerFeatured brand partner (Nestlé Purina's personalized pet food brand) running campaigns via the platform.
• Blue Dog BakeryminorGTM or Marketing PartnerFeatured brand partner running pet-treat marketing campaigns against verified dog-owner audiences.
• Health ExtensionminorGTM or Marketing PartnerFeatured brand partner in pet nutrition, using the Pet Demographics® platform for audience targeting.
• Open FarmminorGTM or Marketing PartnerFeatured brand partner in premium pet nutrition, activating verified pet-parent audiences via the platform.
• Cuddle ClonesminorGTM or Marketing PartnerFeatured brand partner in custom pet products, using the platform to find pet owners likely to commission pet replicas.
• Dogs Love UsminorGTM or Marketing PartnerFeatured brand partner in pet services/training, reaching dog-owner audiences via the platform.
• Charlee BearminorGTM or Marketing PartnerFeatured brand partner in pet treats, using the platform for audience activation.
• Tall TailsminorGTM or Marketing PartnerFeatured brand partner in pet accessories/retail, activating pet-owner audiences.
• ASPCA Pet Health InsurancecoreGTM or Marketing PartnerFeatured brand partner in pet insurance, leveraging the platform to reach pet owners likely to purchase insurance products.
• Pet KreweminorGTM or Marketing PartnerFeatured brand partner in pet accessories/apparel, activating pet-owner audiences via the platform.
• ObeminorGTM or Marketing PartnerFeatured brand partner engaging pet-parent audiences through the Pet Demographics® platform.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• LiveRamp: Identity-resolution and data-marketplace operator that distributes Pet Demographics® segments on its Data Marketplace; comparable as the underlying channel for GBS's programmatic data revenue and as a competing pet-audience data provider via RampID.

Broad incumbents

• Acxiom: Large-scale data broker and audience-targeting platform (now part of IPG) with pet/lifestyle household audiences; comparable as a horizontal data provider competing for the same pet CPG marketing budgets, though without GBS's pet-level identity resolution.
• The Trade Desk: Independent programmatic DSP offering third-party audience activation across CTV, display, and audio; comparable as a downstream activation platform where GBS audiences are ultimately bought, and a potential competitor if it builds pet-specific data partnerships.
• Experian Marketing Services: Global data and audience services provider with extensive consumer demographic and lifestyle segments; comparable as a horizontal alternative for pet CPG marketers seeking audience targeting at scale without pet-level resolution.
• SimilarWeb: Digital audience intelligence and audience-overlap platform serving enterprise marketers; comparable as a data-driven audience insights vendor to CPG and retail clients, though not pet-specific.
• Nielsen (NielsenIQ / Nielsen Media): Global audience measurement and consumer data incumbent with household-level pet ownership panels; comparable as a much larger incumbent competing for pet CPG marketing and insights budgets, though without pet-level identity resolution.
• Oracle Advertising (Grapeshot / Moat / BlueKai): Oracle's audience data and analytics platform (BlueKai DMP, Grapeshot contextual, Moat) competes for pet CPG audience-targeting budgets; comparable as a deep-pocketed horizontal data incumbent that could expand into pet-vertical segments.

Emerging players

• AppsFlyer: Mobile attribution and marketing-analytics platform aggregating app-level audience data; comparable as a mobile-first data platform that GBS could be benchmarked against for first-party pet-parent data monetization, though not pet-vertical.
• Apptopia: Mobile app intelligence and audience data provider; comparable as a smaller mobile-data platform selling app-derived audience insights to enterprise marketers, similar in scale and category to GBS's Pet Demographics®.
• Rover: Largest pet-services marketplace (sitting, walking, boarding) with a verified pet-parent user base and brand-partner monetization; comparable as a fellow pet-vertical platform monetizing a first-party pet-owner audience, though the business model is services marketplace rather than data/audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/good-boy-studios

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Boy Studios